MARKETING PLAN

Marketing Plan for Arimount Deodorants

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Marketing Plan for Arimount Deodorants

Situational Analysis

Herein, environmental factors have been assessed that possess an impact on the company, by conducting SWOT and 3C analysis.

Environmental Factors

Economic Factors

In the first quarter of 2012, GDP of US is comparatively increased from 1.7% to 2.2%, but this percentage is below than expected growth of 2.5% because of slowing business investment and government cutting the budgets.

In US, real consumer spending is increased to 2.9% that is fastest in the year and fast than previous quarter.

US inflation was decreased from 3% to 2.3% in April 2012, which is a positive sign and expected to fall more at around 2% (IBIS World, 2012).

European financial crisis decreases interest rates in US; however, this will be for short-term and business of a company will get better, as they can borrow at lower interest rates while hurt saving.

The Conference Board Index and Bloomberg Consumer Confidence Index accounted decrease in consumer confidence because they are concerned about employment and are vigilantly optimistic regarding American economy.

Politico-legal Factors

Government of US is very supportive, as it provides Bankruptcy Protection to businesses, even in beauty businesses such as, in 2011, Pure Beauty is given Bankruptcy Protection.

There are FDA regulations for use of chemicals in beauty and cosmetics products; however, in beauty industry this regulation is loosely employed and with strong industry lobbying with political and government parties every chemical is being used.

Socio-cultural Factors

US comprise of diverse culture with mix of Indians, Chinese, Europeans, Japanese, Germans, Hispanics and Latinos that direct the company to find out different market segments and come up with innovation.

As per Geert Hofstede's cultural dimensions, US are high on masculinity and individualism dimensions and thus, the deodorant products require to consider these dimensions (Hofstede, 2012).

A number of groups of consumer advocacy have raised concern regarding the use of deodorants, as they are harmful for body and associate them with health risks, such as breast cancer.

Technological Factors

Nowadays, technology plays a vital role in effective communication between companies and existing/ potential buyers via social media, such as twitter and facebook.

Technology brought a drastic change in new types of deodorants and every company strives for innovation. For instance, a deodorant is launched by Unilever (Degree man) with a technology of Motion-sense in response to the odor by releasing fragrances burst and wearer to fend-off sweat movement.

3C Analysis

Company

Since last 20 years, Arimount is a renowned beauty and grooming company with a diverse portfolio of brands. The company is having a presence in hygiene as they envision good living standards to make the society healthier.

Competitors

In US market, the company has to face a huge competition from Loreal, Procter & Gamble, Henkel, Unilever and others.

Based on Symphoni IRI survey, with 74% market share Unilever dominates the men's body, while with 17% market is somewhat fragmented.

Axe underline aggressively on segment of women, as per research demonstrating that women dislike odor closer to their armpits (Newman, ...